The Onus of Proof
Holden has coordinated significant changes to dealer experience, line up and advertising strategy in a bid to start fresh.
The Equinox is Holdens first major product release since the end of Australian manufacturing, and its importance cannot be understated. Placed dead smack in the middle of what used to be the Commodores bread and butter, the family truckster segment, the Equinox needs to at least win back the sales which still had Commodore finishing in the top ten (8th) for 2017.
The two vehicles directly above the Commodore, Hyundai Tucson (7th) and Mazda CX-5 (6th) are both direct competitors to the Equinox. The next battle ground is small cars which the Astra is taking a strong swipe at, but the success of this new overhaul rests, at the moment, on the shoulders of the Equinox.
Advertising is taking a positive tac in this writers humble opinion. In a sea of ads showing a rather unsavoury smugness on the face of the protaganists the Holden ads go in the opposite direction focusing on personal satisfaction rather than domination of others (it's a fine balance though!).
It's "just" advertising and ultimately the proof will be in the pudding, but is this the right approach for a "New Holden"?
*Yes we'll deal with the Commodore "Mythbusters" effort next.
Source of 2017 Sales Figures via PerformanceDrive.com.au